Maximizing your investment in the SAS^® System...
...and those in your organization who use it.

CONSULTING BY SIERRA INFORMATION SERVICES

Data Mining and Database Marketing

Our approach to data mining, CRM and Database Marketing projects is characterized by our focus on using available data to produce meaningful and actionable results. We strive to apply the right tools to the right data sources so that our analyses do more than just satisfy statistical criteria, but instead extract the most information from your data. Among our engagements in this area are:

• Customer retention/attrition analyses for the market area analysis department of a major California financial institution. Applied logistic regression and other statistical modeling techniques to predict which customers were more/less likely to switch to another bank as a function of ATM usage, account balances, and other factors. Developed scoring routines that estimated the probability of retention/attrition, which were then used to target customers for sales and marketing campaigns.
• Developed and implemented a new customer satisfaction measurement system for the largest investor-owned public utility in the United States. Specific responsibilities included implementation of data management, reporting and analysis capabilities of the new system, as well as questionnaire design, vendor and RFP process management. Also designed, developed and implemented interfaces for customer sampling and data transfer between the utility's computer systems and those of outside vendors.
• Design, implementation and analyses of multiple mail surveys sent to disenrolled members of a large Health Maintenance Organization. These surveys elicited reasons why members chose a new health care plan during "open enrollment" seasons, and identified ways the HMO could alter its service delivery processes in order to reduce future membership losses.
• Cost/benefit analysis of how direct mail campaigns can be used to reduce the frequency of winter high-energy bill complaints received by a large public utility. Conducted a randomized test of two types of mail (versus a control group) in a sample of 1.2 million of the utility's residential customers. Managed all aspects of the project, including writing programs to create the samples from the customer data base, allocation of customers to the three treatment groups, data management and analysis, as well as presentation of results to management. Results demonstrated that elimination of direct mail campaigns would save the utility at least $750,000 annually without increasing complaint frequency.